Direct Mail Marketing vs. Internet Marketing

In today’s world of technology, consumers can socialize, network, search for information, and shop as and when they want. They also have full control over the information they want to receive, which has created a challenge for the seller to get their message read. The consumer can turn their spam filter to high, fast-forward through commercials on their recorded TV shows, or delete messages without even looking at them.

This new ‘technological’ consumer has created a unique challenge for companies to develop successful marketing programs that target the right audience, at the right time, through the right media. Using the Internet for marketing has opened up new ways to communicate with your audience, but using it alone is not the answer to a successful marketing campaign.

The possibilities surrounding the dawn of online marketing don’t mean print is dead. The tools used by the new technological consumer are not used by all consumers. Print’s success story cannot be forgotten. Current research and statistics show that direct mail marketing is still effective and is still a very effective marketing tool.

According to the 2006 Direct Marketing Association (DMA) Statistical Data Book, direct mail marketing is the medium used by most marketers. According to the DMA, more than $54 billion was spent on direct mail advertising in 2005. That’s nearly three times the amount that will be spent on online advertising in 2010.

Here are some compelling reasons to use direct mail vs. online:

1.) There are many consumers who do not have a computer and/or do not have regular access to email and are not sure and do not trust what is on the Internet.

1a.) Everyone, however, has a mailbox. Although there is a fair amount of spam received every day, your piece has a chance to be seen and read. Your challenge is to make it stand out and interesting enough to put away and look at instead of tossing it in the ‘recycle bin’ on the way home.

2.) Complaints associated with the Internet include downloading software, receiving spam and/or pop-up ads, asking for personal information up front before you get what you want, privacy-related issues, and the possibility of fraud.

2a.) The consumer who receives a direct mail marketing piece has the power to decide if they want to do business with you.

3.) Spam filters prevent marketing messages from reaching a target audience unless the person is already on one of their lists, so marketers can’t assume an email actually went through. He delivered.

3a.) With direct mail, you know that every piece is delivered with a chance to be read.

4.) Email lists do not necessarily allow the marketer to send out a broadcast message that reaches their target audience. Reaching your target audience, especially your “niche market,” remains a challenge.

4a.) Direct mailing lists give marketers the opportunity to drill down based on customer characteristics and a wide range of available demographic filters such as gender, age, income, ethnicity, and lifestyle. When these targeted lists are used, marketers isolate their specific audience and send them offers that they really need.

5.) Offers are hard to incorporate online as everyone expects to receive a reduced price, free information and a money back guarantee anyway.

5a.) Free trials/samples, coupons, and a good call to action are easier to access when they arrive in the mail.

6.) Web surfers need to bookmark you or they can only visit your site for a short period of time or just once.

6a) Direct mail gives the recipient a hard copy that can be archived, reviewed at a later date, and shared with friends and associates.

Mail plays a vital role with today’s consumers. Their main function is to help with three jobs related to the home: looking for new consumptions, managing the home and supervising the finances. By making your mail more naturally suited to these jobs, and providing the emotional satisfaction people want from your mail, you can reach your target on a richer, deeper, and more meaningful level.

According to an investigation by the United States Postal Service:

The Postal Service’s Mail Moment research shows that Americans value and expect to receive their mail. Mail time lasts an average of 30 minutes and involves consumers bringing their mail home, sorting, reviewing and acting on it.

The research also revealed that the two mediums work together, with consumers using mail catalogs to help them with online purchases. In general, people are more “active on the web” when they receive a catalog.

-They made 16% more visits to the site.

-They saw 22% more pages.

-Spent 15% more time on the site.*

To further increase the effectiveness of direct marketing, marketers should consider postcard campaigns. 2006 DMA results show that postcards are read the most because they offer “fast read” and the highest ROI. In fact, their response rates are higher than those of newspapers, catalogues, radio and email.

The ROI of postcards is higher by saving marketers time and money.

-Postage typically accounts for about 40% of the total expense associated with sending a direct mail piece, so the reduced cost of postage on postcards creates a great option.

-A printing company that offers a full-service option helps you avoid postage costs, eliminates the need for mailing houses, and gets you the lowest possible postage rates.

There are advantages of internet marketing and direct mail marketing. A marketer must understand the strengths and weaknesses of each medium and design a marketing campaign using both mediums to complement each other. This will provide the opportunity for your message to be read by a wider range of your target audience.

*USPS Mail Paper